Differences between Vegetarians and Omnivores in Food Choice Motivation and Dietarian Identity.

Gahyun Kim,Jieun Oh,Misook Cho

doi:10.3390/foods11040539

Abstract

Vegetarianism is on the rise worldwide and its importance is being emphasized in various ways, such as in its sustainability, environmental, food system, and ethical aspects. The purpose of the study is to identify motivations behind food choices and dietarian identity, to investigate the perceptions about plant-based foods, and to identify differences between vegetarians and omnivores. We conducted an online survey of 245 vegetarians and 246 omnivores. There was a significant difference between vegetarians and omnivores. In food choice motivations, vegetarians scored higher in the factors of ‘ethical concern’, ‘health’, and ‘convenience and price’, while omnivores responded higher in ‘sensory appeal’ and ‘weight control’ factors. In the dietarian identity, vegetarians scored higher in the ‘complex motivation’ and ‘strictness’ factors, while on the other hand omnivores scored higher in ‘out-group regard’ and ‘public regard’ factors. Although the reasons can be different, we confirmed that both vegetarians and omnivores are positive toward plant-based foods. Our results suggest that different strategies will be needed to promote plant-based food consumption to vegetarians and to omnivores.

Highlights

Academic Editor: WitoonThere is widespread consensus around the world that animal-product consumption needs to be reduced to avoid climate change, as livestock production accounts for a significant portion of greenhouse gas (GHG) emissions [1,2,3,4]
It has been reported that an increase in plant-based food consumption and a decrease in animal food consumption improve the sustainability of the food system [11,12,13]
The results indicate that H1 can be partially accepted: food choice motivation differs between vegetarians and omnivores with the exception of the Mood factor

Summary

Introduction

Academic Editor: WitoonThere is widespread consensus around the world that animal-product consumption needs to be reduced to avoid climate change, as livestock production accounts for a significant portion of greenhouse gas (GHG) emissions [1,2,3,4]. The production of livestock has a negative impact on the environment, disrupts biodiversity, and brings about unnatural climate change through the emission of greenhouse gases [5,6]. Previous studies have shown that supply efficiency measures are important to reduce the negative impact of livestock production [7,8], it is important to reduce overall meat consumption to meet global climate goals [5,9,10]. A study [14] claimed that predicted changes in food consumption and production would substantially increase the impact of food systems on the environment and that, without specific measures, the risk of disrupting the main ecosystem processes could exceed the tolerable range. The U.S and Europe have made great efforts in promoting campaigns to raise public awareness of vegetarianism and to highlight its benefits

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